5 Ways that Natural Language Generation Can Improve SEO

September 16, 2015 Keelin McDonell

natural language generation SEO

You’ve spent months (maybe years!) preparing a roll-out of your new website. You’ve pored over A/B tests, reviewed hundreds of fonts, compared color palettes, and picked dozens of images.

Maybe you’ve even splashed out some serious cash on enhanced data feeds to get your customers the most detailed information. You’ve tested exhaustively. You’ve demo’d for days. You’re ready to unveil your site to the world.

Fast forward three months. The performance metrics are in! And they are...underwhelming. So what happened?

1. You Need More Coverage  

It’s easy to say that more content will deliver better search results. But marshalling the time, people, and money to make that happen across thousands or even millions of pages is close to impossible.

This is where our advanced natural language generation (Advanced NLG) platform, Quill, comes in. We’ve worked with many customers who understand that pages with great content increase engagement and page rank. But most simply can’t get the universal coverage they need through human effort. Quill produces high-quality, engaging content using brand-appropriate language at unlimited scale.

One of our recent customers was able to improve content coverage of their product listing pages from 10% to 90% in less than 6 weeks. Even better, after three months, Quill’s content actually outperformed the content previously created by human writers.

Our customers tell us again and again that readers cannot distinguish between Quill’s content and a human writer’s — and the lift they see in indexed pages and visits indicates the same.

2. You Need to Get Visitors Engaged

Data is great (we wouldn’t have Quill without it), but most consumers don’t want to read spec sheets and tables. Sure, they get the point across but they don’t tell the story of your product or service.

Compare the impact of this table:

style

top

colors

white, blue

pattern

striped

sleeves

none

neckline

round


To this description from Quill:

Brighten up your summer with this adorable white and blue striped top, ideal for any laid-back afternoon look. An unbeatable blend of viscose and polyester, this sleeveless number is both lightweight and dependable. Its rounded neckline and woven knit flirt your femininity, so get ready to turn some heads.

Which type of content makes you want to buy that shirt more?

3. You Need to be Mobile-Friendly

You’ve probably heard about the big change Google recently made to its ranking system to expand the role of mobile-friendly design. Just like your page design, your page content needs to be sensitive to smaller screens.

Quill offers the flexibility to create content of different lengths and depth, all with a simple adjustment to an API call. This way you can keep things punchy and short for customers with only a few inches of screen space, and offer a longer version for those browsing from a laptop.

4. You Need Unique Content

Whether you’re an e-commerce site or a consumer information portal, chances are good that the information on your site can be found elsewhere on the web. Displaying the same old data tables and images isn’t enough to get consumers to click on your site.

Using Quill, our customers have been able to take data, in many cases publicly available data, and turn it into unique, search-friendly descriptions that readers also love.

5. You Need Fresh Content

Quill never tells the same story twice, even if you give it the exact same data. Harnessing the power of our API, our customers are able to create fresh content for their websites on an ad hoc or scheduled basis. These regular refreshes keep search engines engaged and ensure the pages continue to get indexed and ranked even if the underlying data never changes.


Automated Descriptions

 
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